Alcoholic drinks in 2024: The big picture
Total volume sales of alcoholic drinks rose in Qatar in 2024, as the market finally normalised following dramatic fluctuations over the review period. The market witnessed a marked decline in 2020 because of the pandemic and revived in 2021 as signs of the pandemic started to fade. As Qatar hosted the FIFA World Cup in 2022, volume sales surged and subsequently fell away again in 2023 as the one-off impact from the tournament faded. Alcoholic drinks’ volume sales finally normalised with growth in the final year of the review period. Growth in 2024 was driven by changing consumer demographics, including rising inbound tourism flows to Qatar as well as an increasing number of expatriates moving into the country, which both expanded the consumer base for alcoholic drinks.
2024 key trends
Beer was the largest category within alcoholic drinks overall in volume terms in 2024, though it was not the largest category by value, as it has a relatively low unit price, especially non alcoholic beer, which generates the majority of beer sales. Spirits was the largest category within alcoholic drinks overall in value terms in 2024.
Competitive landscape
Heineken was the leading player in alcoholic drinks overall in Qatar in 2024 thanks to its strength in the large beer category. Indeed, the top three players were all brewers, with Heineken followed by Oranjeboom Bierbrauwerij and Anheuser-Busch InBev. Diageo was the fourth largest player. While Diageo has a presence in beer through the Guinness stout brand, its strength in alcoholic drinks is primarily reliant on its spirits portfolio, which includes the Johnnie Walker and Smirnoff brands in whiskies and vodka, respectively. Indeed, Diageo is the leading player in spirits, thanks to its portfolio of established, popular brands in the Qatari market.
Retail developments
Food/drink/tobacco specialists was the leading distribution channel within alcoholic drinks overall in 2024. At-home consumption of alcoholic drinks is allowed only for those with a personal alcoholic drinks permit. The country’s sole importer, distributor and seller of alcohol is Qatar Distribution Company (QDC), a subsidiary of Qatar Airways, and this organisation is the sole company licensed to import and sell alcohol. Until recently, the company had only one store, on the outskirts of the capital Doha. However, due to increased demand during the 2022 FIFA World Cup, QDC opened a second branch closer to residential areas outside the West Bay Sheraton hotel. This means that permit holders can now purchase alcohol without having to travel to Abu Hamour, which is on the outskirts of Doha.
On-trade vs off-trade split
The off-trade channel saw an increase in its share of alcoholic drinks volume sales over the review period to overtake on-trade sales. The off-trade distribution of alcohol drinks in Qatar has traditionally been limited to the store-based operations of the Qatar Distribution Company (QDC), the sole retailer licensed to sell alcoholic drinks in Qatar. Until recently, the company had only one store, located at Abu Hamour, on the outskirts of Doha. However, due to increased demand during the 2022 FIFA World Cup, QDC opened a second branch closer to residential areas in West Bay Sheraton hotel. Due to QDC’s sales monopoly, food/drink/tobacco specialists account for all off-trade sales of drinks that contain alcohol, with only non alcoholic beer having a wider distribution reach. Non alcoholic beer faces no restriction on sale and is widely available from grocery retailers across the country. Non alcoholic beer is mainly purchased from supermarkets and hypermarkets while making regular grocery shopping trips, although convenience stores and independent small local grocers are also popular for impulse purchases. The considerably wider consumer base for non alcoholic beer in comparison to other alcoholic drinks means that supermarkets and hypermarkets are significant off-trade distribution channels for alcoholic drinks, despite sales of other products occurring solely via food/drink/tobacco specialists.
What next for alcoholic drinks?
Total volume sales of alcoholic drinks are set to rise in Qatar over the forecast period. A handful of factors will support alcoholic drinks’ forecast growth including higher inbound tourism flows to Qatar, thanks to national carrier Qatar Airways’ efforts to increasingly place the country as a stopover destination for long-haul flights, attracting tourists from the US through to Australia. In addition, the expansion of Qatar’s hospitality industry is likely to make alcoholic drinks more widely available.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Qatar with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Qatar, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Qatar report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Qatar?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Qatar?
- How are products distributed in Qatar?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Qatar
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Taxation and Duty Levies
Operating Environment
Contraband/parallel trade
Duty free
Cross-border/private imports
Key New Product Launches
Outlook
DISCLAIMER
Key Data Findings
2024 Developments
Demand boosted by ongoing effect of World Cup on tourism flows
Non-alcoholic beer and standard lager heavyweights sustain their lead despite competition
Happy hour drives on-trade sales while hypermarkets lead off-trade
Prospects and Opportunities
Beer remains a key sector in alcoholic drinks and spearheads growth
Competition intensifies in both non alcoholic beer and standard lager
Non alcoholic beer will remain popular despite future tax implementation
Category Data
Key Data Findings
2024 Developments
Wine growth normalises amid higher tourist inflows
Sole distributor QDC introduces new wine brands and varieties to spur demand
QDC’s sustains its monopoly over off- and on-trade distribution and benefits from recent acquisition
Prospects and Opportunities
Evolving consumer demographics will drive wine’s future growth
Wine remains fragmented as new product launches keep coming
New World wines to appeal for more consumers thanks to their relatively competitive pricing
Category Data
Key Data Findings
2024 Developments
Spirits normalises in 2024 and benefits from sustainable off- and on-trade demand
Established brands maintain leadership despite new launches
On-trade sustains robust demand
Prospects and Opportunities
Further growth expected
Established brands will maintain their lead but shares will slightly fall amid new product developments
Demand for spirits will cool down during Qatar’s long hot summer months
Category Data
Key Data Findings
2024 Developments
Cider/perry starts to pick up amid higher inflow of expatriates and tourists
Sluggish demand for cider/perry narrowed brand availability
Tourist demand influences on-trade’s control over cider/perry
Prospects and Opportunities
Expatriates and tourists provide impetus for better growth prospects
Cider/perry’s growth prospects will propel new product developments
On-trade will continue leading the distribution of cider/perry
Category Data
Key Data Findings
2024 Developments
RTDs appeals to different consumers building on its flavours and lower ABV
RTDs remains a duopoly between Bacardi Breezer and Smirnoff Ice
On-trade’s lead challenged by freshly mixed cocktails
Prospects and Opportunities
Better growth prospects founded on the inflow of expatriates and tourists
QDC’s retail e-commerce could boost RTDs despite proposed introduction of VAT
RTDs to leverage innovation in flavours to lure more consumers
Category Data
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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